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Interface MattersPostphenomenological Perspectives on Service Design
Fernando Secomandi
Interface Matters Postphenomenological Perspectives on Service Design
Fernando Secomandi
Copyright 2012 by Fernando Secomandi
Digital versionCover and book design by Alice Bodanzky and Fernando Secomandi
ISBN 978-90-9027226-9
Interface MattersPostphenomenological Perspectives on Service Design
Proefschrift
ter verkrijging van de graad van doctor
aan de Technische Universiteit Delft,
op gezag van de Rector Magnificus prof. ir. K.C.A.M. Luyben,
voorzitter van het College voor Promoties,
in het openbaar te verdedigen op dinsdag 11 december 2012 om 10.00 uur
door
Fernando Del Caro SECOMANDI
Ingenieur Industrieel Ontwerpen
geboren te Rio de Janeiro, Brazilië.
Dit proefschrift is goedgekeurd door de promotor:Prof.dr. P.G. Badke-Schaub
Copromotor:Dr. H.M.J.J. Snelders
Samenstelling promotiecommissie:
Rector Magnificus, voorzitterProf.dr. P.G. Badke-Schaub, Technische Universiteit Delft, promotor Dr. H.M.J.J. Snelders, Technische Universiteit Eindhoven, copromotorProf.dr.ir. P.M.A. Desmet, Technische Universiteit DelftProf.dr. H.J. Hultink, Technische Universiteit DelftEm.prof.dr. D. Ihde, Stony Brook UniversityProf.dr.ir. P.A. Kroes, Technische Universiteit DelftDr. L. Patrício, Universidade do PortoProf.dr. P.J. Stappers, Technische Universiteit Delft, reservelid
This thesis was partly financed by the NHTV Internationaal Hoger Onderwijs Breda.
Contents
List of Figures, viiPreface, ixAcknowledgements, xi
Chapter 1Introduction, 13Chapter 2Interface Design in Services: A Postphenomenological Approach, 39Chapter 3Creating Healthy Clients: The Use of Philips DirectLife, 55Chapter 4Visualizations in Service Design Practice: The Case of Philips DirectLife, 81Chapter 5The Matter of Human-to-Human Interfaces: Design in the Service Factory, 119Chapter 6Conclusion and Discussion, 145
Bibliography, 155Summary, 163Samenvating, 165About the Author, 167
vii
List of Figures
Figure 1.1. Shostack’s molecular model, 17Figure 1.2. Edvardsson and Olsson’s frame of reference, 19Figure 1.3. Ramaswamy’s restaurant service process, 23Figure 1.4. Gallouj and Weinstein’s characteristics model, 25Figure 3.1. The DirectLife service interfaces, 61Figure 3.2. Screenshot of the dashboard interface, 65Figure 3.3. Screenshot of the dashboard’s activity history tab, 68Figure 3.4. Screenshot of the history view interface, 71Figure 4.1. Screenshot of the goal adjustment interface implemented in the website, 89Figure 4.2. Wireframe visualization of the goal adjustment interface, 91Figure 4.3. Flowchart visualization of the goal adjustment interface, 93Figure 4.4. First demo of the goal adjustment interface, 97Figure 4.5. Second demo of the goal adjustment interface, 98Figure 4.6. Third demo of the goal adjustment interface, 100Figure 4.7. Numbered visualization of the goal adjustment interface’s pop-up, 103Figure 4.8. Dynamic texts of the goal adjustment interface’s pop-up, 104Figure 4.9. Flash codes of the goal adjustment interface, 108Figure 4.10. Demo server visualization of the goal adjustment interface (in Dutch), 109Figure 4.11. Track ticket of a bug in the goal adjustment interface undergoing testing, 111Figure 4.12. Screenshot of a bug in the goal adjustment interface undergoing testing, 112Figure 5.1. Presentation of the Prezi slideshow performed by me, 124Figure 5.2. Audience comprising the staff of the Department of General Practice, 125Figure 5.3. Summary of the Prezi slideshow, 126-128Figure 5.4. Invitation token for the Join Our Family program, 129
ix
Preface
Service design has attracted great attention in recent years and given
rise to numerous questions for the design community; one of the most
fundamental concerns the definition of its object. What do designers
design when creating new or improved services? The present thesis seeks answers to this question by focusing on the materiality of the
service interface. In what follows, the service interface is discussed from
different perspectives and portrayed in its various guises. Although the
arguments developed throughout the six chapters are interconnected,
each chapter is intended as a separate essay that initiates new dialogues
with the budding academic discourse on service design, pursuing original
contributions of its own.
The appreciation for the materiality of services, probably instigated
by my previous training as a designer and the long days (and nights) spent
in the workshop, has been deepened in the last years through readings in
the philosophy of technology, in an area known as postphenomenology.
Progressively, my thinking and writing on the topic of service design
became so much influenced by postphenomenology that its inclusion in
the subtitle of this thesis is warranted.
Besides this bent of mine, which might make the analyses presented
here of interest to some philosophers of technology, the audience of this
thesis is primarily thought of as comprising researchers and practitioners
in the broad field of industrial design, and secondarily, anyone holding
a special motivation to study the emerging discipline of service design.
xi
Acknowledgements
I would like to thank those who provided me with great support in
producing this thesis: my supervisors, Petra Badke-Schaub and Dirk
Snelders (with extension to Erik Jan Hultink, who co-supervised
this PhD project in the first years), for nurturing my development as
a researcher and for collaborating with me on several publications;
Jennifer Dowdeswell, Tom Rademaker, Joep Rous, and the staff of
Philips DirectLife, as well as Miriam de Groot, Babette Doorn, and
members of the Service Science Factory, for generously cooperating with
my empirical studies; Don Ihde, for warmly welcoming me as an invited
researcher at Stony Brook University; Diane Nijs, of the Imagineering
Academy, for enabling the financial support of the NHTV Breda; Simon
Bolton and Gabriel Patrocínio (Center for Competitive Creative Design),
Rodolfo Capeto (Escola Superior de Desenho Industrial), Paul Nini,
Bruno Ribeiro and Elizabeth Sanders (Ohio State University), and Mikko
Koria (Aalto University School of Economics), for inviting me to lecture
or present my work at their institutions; Vera Blazevic, Gui Bonsiepe,
Carla Cipolla, Pieter Desmet, Gabriela Goldschmidt, Lucy Kimbell, Nelly
Oudshoorn, Oscar Person, Robert Rosenberger, Nynke Tromp, Peter-
Paul Verbeek, and the editors and (blind) reviewers of various periodicals
and conferences, for commenting on my academic production; Giulia
Calabretta, Jaap Daalhuijzen, Joel Kuntonen, and Josien Pieters, for
translating, transcribing, or proofreading parts of this thesis; colleagues
at the Faculty of Industrial Design Engineering, in especial, the co-
ordinators and students of the courses I have taught, for creating a
pleasurable yet serious work environment; my parents, for withstanding
the longing that no amount of Internet-enabled contact between Holland
and Brazil may quench; and Alice, for often impressing me with precious
remarks about my research just over dinner—but, above all, for her love
and companionship.
13
Chapter 1Introduction1
Judging from the recent proliferation of dedicated networks, conferences,
courses, consultancies, periodicals, books, tools, technical jargon, gurus
and smart mobs, industrial design has finally discovered services! And
this is nothing less than timely. Although service design has received
some scholarly attention at least since the early 1980’s, especially in the
field of marketing, it remains one of the least explored areas of service
research. Throughout the past decades, several researchers have voiced
their concern with the limited state of knowledge on service design,
calling for more attention to be directed to the area.2 The general feeling
was best encapsulated in Gummesson’s (1994, 85) assertion that “there
is no general methodology for designing services; there is no profession
called service designers.”
Eighteen years later, this state of affairs has begun to change, and
it is possible to affirm that the design community has made significant
strides to make service design a discipline on its own. As reviews of the
emerging discipline have already been published elsewhere,3 it suffices
to note here some of its milestones, even if knowing that any attempt to
portray a rapidly evolving field is bound to suffer from incompleteness.4
1. Chapter based on Secomandi and Snelders (2011).
2. E.g., Fisk, Brown, and Bitner (1993, 88); Ganz and Meiren (2002, 21–22); Ostrom et al. (2010, 17–19); Papastathopoulou and Hultink (2012, 713); Patrício, Fisk, and Falcão e Cunha (2008, 320–321); Zeithaml, Parasuraman, and Berry (1990, 157–160).
3. E.g., Blomkvist, Holmlid, and Segelström (2011); Pacenti and Sangiorgi (2010); Saco and Goncalvez (2008); Wetter Edman (2011, 59–70).
4. Publications in leading design periodicals (e.g., Mager and Sung 2011; Morelli 2003; Pinhanez 2009); research groups and programs (e.g., SEDES Research, at the Köln International School of Design, Germany; CRISP Platform, a nationally funded program led by the Delft University of Technology, The Netherlands; DESIS Lab, based at Federal University of Rio de Janeiro—Coppe, Brazil); post-graduate dissertations and theses (e.g., Blomkvist 2011; Moritz 2005; Sangiorgi 2004; Segelström 2010; Wetter Edman 2011); educational programs (e.g., BFA and MFA degrees in Service Design offered by the Savannah College of Art and Design, USA; Master in Service and Experience Design, run by
INTERFACE MATTERS14
One of the recurring topics in the forming discipline of service design
concerns the definition of its object matter. Over the past years, several
researchers have suggested that service designers manipulate the various
interfaces—sometimes called “touchpoints”— between service providers and clients, including material artifacts, environments, interpersonal
encounters, and more.5 But with a few exceptions that will be examined
later in this thesis, the conceptualization of the service interface from a
design perspective has been the topic of scant debate. Typically, the origin
of the concept is traced back to the notion of tangible evidence introduced in Shostack’s (1977) seminal writings in marketing. Unfortunately, as
argued below, such a portrayal of interfaces places service design on
the wrong track, because it turns the contribution of service designers
into a peripheral activity—namely, that of “accessorizing” an essentially
intangible relation between service providers and their clients.
The lack of clarity over the object of service design is aggravated by
the superficial treatment in design scholarship of the alternative concepts
and theories found in the service literature. In addition to Shostack,
researchers from multiple backgrounds have proposed conceptual
handles for thinking about services in the context of their development,
commercialization, and use. However, their contributions are sometimes
ignored and left scattered across the literature, often obscured by different
disciplinary discourses.
The purpose of this introductory chapter is to analyze the various
service models proposed in the literature, in order to locate and ground
the object of service design in the broader field of academic research on
services. In doing so, the intention is not simply to introduce the central
theme of this thesis (i.e., the service interface), but also to frame this
the Domus Academy, Italy); professional networks (e.g., Service Design Network); service design consultancies (e.g., live|work and Engine, Great Britain); international conferences (e.g., Emergence 2007, USA; International Service Innovation Design Conference 2008, South Korea; Service Design Network Conference 2008, The Netherlands; ServDes 2009, Oslo); books and chapters in edited books (e.g., Hollins and Hollins 1991; Meroni and Sangiorgi 2011; Moggridge 2007; Stickdorn and Schneider 2011); and other Internet-based resources (e.g., Jeff Howard’s blog “Design for Service,” available from: http://designforservice.wordpress.com, accessed August 17, 2012).
5. E.g., Clatworthy (2011); Mager (2004, 53–56); Moggridge (2007, 422); Moritz (2005, 39–41); Pacenti (2004).
15INTRODUCTION
presentation in a critical dialogue with the reviewed literature. As a result,
I hope to set a background understanding against which to position the
arguments developed in the subsequent chapters of this thesis. At the end
of this introductory analysis, the remainder of the thesis will be outlined.
A Literature Review of Service ModelsWhat follows is an introduction to the alternative service models
discussed in the literature from distinct disciplinary perspectives. The
exposition is based on an extensive survey of academic publications on
services and is organized in four subsections, roughly corresponding
to the disciplines of service marketing, management, engineering, and
economics. The purpose is not to provide an exhaustive overview of all
the literature consulted, but to focus on original contributions that can
impart knowledge about the topic of interest and are widely applicable
across service sectors. As such, there is a certain bias in the selection
toward older publications over recent restatements of comparable ideas.
Where appropriate, commentaries about related work are added as notes.
The service models of Shostack (1977), Edvardsson and Olsson
(1996), Ramaswamy (1996), and Gallouj and Weinstein (1997) will be
presented below separately, in an attempt to preserve their internal
coherence and conceptual integrity. The descriptions thus remain
observant of the authors’ intentions and terminologies. However, this
approach should not be taken to mean full endorsement of each of these
conceptual frameworks. Rather, the goal is to explain these frameworks
in sufficient depth, and to invite readers to reflect upon a number of
received views on services and design. While doing so, special features
of these texts are highlighted, which are pivotal to the argumentation
developed in the section that follows, where the content introduced here
will be interpreted in order to more explicitly address the question of the
object of service design.
Shostack’s Evidence In Breaking Free from Product Marketing, Shostack (1977) claimed that marketing’s disregard for services could be attributed to an inability
to deal with their intangible nature. According to her, services are
INTERFACE MATTERS16
impalpable and non-corporeal and therefore “cannot be touched, tried
on for size, or displayed on a shelf” (Shostack 1977, 75). The “dynamic,
subjective, and ephemeral” nature of intangible elements in services is
what prevents them from being described as precisely as products. The
introduction of the molecular modeling approach, illustrated in Figure
1.1, was intended to provide a framework for dealing with the marketing
of intangibles.
In a molecular model, goods and services are represented as
combinations of discrete tangible or intangible elements, with their
identity being determined by the relative dominance of each type of
element.6 Shostack argued that most goods and services lie along a
continuum from tangible-dominant to intangible-dominant. In Figure
1.1, for instance, automobiles would be deemed products because they
are mainly physical objects with tangible options and extras; even so,
they also have a service dimension, as they incorporate the intangible
element of transportation, which may be marketed independently. On
the other hand, airlines can be identified as service providers because of
the preponderance of intangible elements.
Although intangible elements are the defining features of services
for marketers, Shostack also realized they do not represent their total
“reality” for consumers. She argued that because of their abstractness,
consumers cannot experience services directly, but can only do so through
peripheral tangible clues, or evidence. She therefore defined service evidence as comprising everything “the consumer can comprehend with
his five senses” (Shostack 1977, 77). In the airlines example in Figure 1.1,
this evidence includes the aircraft, advertising, tickets, food and drinks,
and other such items. Moreover, staff often stands as the main evidence of
services because the way they dress and speak, their hairstyles, demeanor,
etc., “can have a material impact on the consumer’s perception” (Shostack
6. In the complete molecular model, Shostack later included three outer layers representing strategic marketing decisions about distribution, price and cost, and advertising and promotion (1982, 49–63). Along similar lines, Booms and Bitner sought to expand the traditional 4P marketing framework (product, place, promotion, and price), by incorporating three novel elements (people, process, and physical evidence) into an upgraded 7P marketing mix for services (1981, 47–51). Also consider Lovelock and Wright’s addition of an eighth “P” representing service productivity and quality) (1999, 18–20).
17
1982, 53). Because service evidence is so important, Shostack believed
that it “must be [as] carefully designed and managed as the service itself”
(1982, 52).
Shostack distinguished between two types of service evidence:
peripheral and essential (1982, 51–52). Peripheral evidence refers to the tangible elements consumers can possess but that have little value
independently, such as tickets for airline services. In contrast, essential evidence, such as an aircraft, has an important role in the evaluation of
the services purchased but cannot be owned by consumers. Although
essential evidence was paramount in Shostack’s conception of services,
she considered such evidence to represent “quasi-product elements” that
could not have the status of true tangible elements because, as such, they
would have been evidence of goods rather than services (1982, 52).
Service evidence came to play an important role in the development
of “service blueprinting,” a flowchart technique to aid in systematic service
design (Shostack 1982; Shostack 1984). In service blueprints, items of
tangible evidence usually become departure points for mapping “hidden”
production activities that are internal to companies and beyond direct
customer contact, or in Shostack’s words, below their “line of visibility”
(1984, 138). Shostack’s work on service blueprinting, which is not detailed
here, ran alongside the growing focus of her thoughts on the notion of
process, which she eventually saw as the service equivalent of a product’s “raw materials” (Shostack 1987). Nonetheless, even as her views on the
automobile (product) airline (service)
optionsand
extrasvehicle
transpor-tation
transpor-tation
pre/postflight
service
in-flightservice
servicefrequency
aircraft
foodand
drink
advertising
ticket uniforms
Figure 1.1. Shostack’s molecular model. Circles represent intangible elements; squares represent tangible elements; dotted squares represent essential evidence; and peripheral evidence is scattered around the other elements.
INTERFACE MATTERS18
role of service design centered more and more on blueprinting processes,
Shostack still maintained that companies should always “incorporate the
orchestration of tangible evidence” (1984, 136).7
Edvardsson and Olsson’s Prerequisites Edvardsson and Olsson’s (1996) service conception is an amalgam of
views commonly circulating in the broad area of service management
studies. These authors were concerned that the quality shortcomings
faced by many companies were “built into” their services at an earlier
design phase. In response, they sought to develop a frame of reference for
new service development that would help companies to improve service
quality by design.
According to Edvardsson and Olsson, the service construct
comprises three elements, as seen in the left side of Figure 1.2. In the
first place, there is the customer outcome, or what customers perceive and value as the result of service production. Customer outcomes can
be tangible or intangible, temporary or lasting. A haircut would be a
tangible, temporary outcome for customers, whereas an insurance
policy would represent an intangible and lasting outcome. Customer
outcomes are formed by customer processes on the one hand and service
prerequisites on the other. Customer processes refers to the active participation of customers in production processes, which Edvardsson
and Olsson saw as a distinctive characteristic of services as opposed to
goods.8 Customer processes do not exist in a vacuum but depend on the
service prerequisites, which are the resources needed to make the service possible. By engaging in production processes, customers use service
7. Several scholars later adopted the notion of service evidence in their own service models. Worth briefly mentioning are Berry and Parasuraman’s (1991, 93–115) identification of physical environment, communications, and price as crucial kinds of evidence, and Bitner’s (1993) similar reference to people, process, and physical evidence. More recently, the use of terms like “clues” by Pullman and Gross (2004) and “touchpoints” by Zomerdijk and Voss (2010) conveyed Shostack’s notion of evidence from an experience design perspective.
8. Other researchers have also regarded higher levels of customer involvement in production processes to be the most important variable in characterizing service operations and in setting strategic directions for the design of service systems. See, e.g., Chase (1978); Pinhanez (2009); Sampson and Froehle (2006); Wemmerlöv (1990).
19
prerequisites and coproduce outcomes for themselves. Edvardsson
and Olsson thus argued for understanding services from a customer
perspective: “It is the customer’s total perception of the outcome which
‘is the service’… what the customer does not perceive does not exist—is
not a customer outcome” (1996, 145).
If outcomes can represent the whole service for customers,
Edvardsson and Olsson held that prerequisites were closely associated
with the company perspective: “the service company does not provide
the service but the prerequisites for various services” (1996, 147).
They organized new service development activities around the three
prerequisite components: service concept, service process, and service
customeroutcome
serviceprerequisites
customerprocess
service concept
service process
service system
coreservices
supportingservices
primaryneeds
secondaryneeds
act. 1 act. 2 act. 3
organizationand control
staff
customers
physicalenvironment
Figure 1.2. Edvardsson and Olsson’s frame of reference. Prerequisites for new service development are detailed.
INTERFACE MATTERS20
system (see Figure 1.2, right side).9 The service concept10 is a brief description of the service package11 (core and supporting services) that
answers different customer needs (primary and secondary). It is the
departure point for specifying all other prerequisites. The service process represents the chain of activities necessary for service production.
Edvardsson and Olsson explained that the service process is a prototype
for the activation of customer processes upon each unique customer encounter. Finally, the service system comprises the following resources that the service process requires to realize the service concept: company
staff, customers, physical/technical environment, and organization and
control.12
It is at the level of service system resources that Edvardsson
and Olsson address service development activities in more detail. They
considered company staff to be a key resource because many services depend on the tangible encounter between the staff and customers.
Companies should aim to have motivated, knowledgeable, and committed
staff, partly by devising attractive jobs and hiring and training the staff
9. Elsewhere, Edvardsson (1995) named the service process and system components the “servuction” process and system. Servuction is a term combining the words “service” and “production” that was invented to denote the simultaneity of production and consumption in services. In line with the original servuction system, customers interact with the “visible” part of a service organization, which consists of the physical environment, contact personnel, other customers, and customers in person (Langeard et al. 1981).
10. The service concept is a term commonly encountered in the literature. Clark et al. (1999) presented an elaboration of the service concept in terms of value, form and function, experience, and outcomes. For an overview, see Goldstein et al. (2002).
11. The service package, sometimes called “bundle” or “offering,” is a multifaceted concept. Lovelock (1992) proposed a basic separation between core and supplementary services, to which Lovelock and Wirtz (2006, 22–25) later added delivery processes. Grönroos (1990, 71–91) departed from this conception of a basic package and described an augmented service offering. In a second line of thought, Sasser et al. (1978, 8–14) and Fitzsimmons and Sullivan (1982, 15–29) defined the package as comprising physical items and facilities, sensual benefits (or explicit services), and psychological benefits (or implicit services). Normann (2001, 75–88) further synthesized these latter insights with the previous separation between core and supplementary services. The service package was also considered in other hybrid conceptualizations, such as Lehtinen’s (1986, 26–51) service consumption process and Grönroos’s (1990, 207–214) service production system.
12. Service culture was later added by Edvardsson et al. (2000, 45–53) as a fifth component of the service system. Another version of the service system briefly contemplated some external influencing factors (Edvardsson 1997).
21INTRODUCTION
properly. Second, customers themselves could take part as prerequisites of the service system by contributing their own knowledge, equipment,
and capacity to assimilate information. According to Edvardsson and
Olsson, the service system should be designed to facilitate the engagement
of customers in coproducing the outcome. Marketing could also help to
establish relations between companies and their customers, for instance,
through the design of invoices and information materials. The third
resource, the physical/technical environment, pointed to the organization of the facilities, equipment, and other technical systems located on the
service company’s own premises or those of its suppliers and customers.
Finally, organization and control involved several activities: putting in place administrative systems to support planning, information exchange,
finance, and resource allocation. Furthermore, the company’s interaction
with customers and other partners needed to be controlled by planning
such aspects as how to gather feedback and how to handle complaints. In
addition, the company should also consider its organizational structure,
with proper definition of roles, responsibilities, and authority.
Ramaswamy’s Processes Ramaswamy (1996) turned to the key notion of process, making it
the centerpiece of a comprehensive framework for the design and
management of services. His framework is so methodical and formalized
that it can be seen as a forerunner to several service engineering
approaches.13 From his elaborate work, the stages of conceptualizing
and detailing new service processes for implementation are highlighted,
because these phases are particularly relevant for designers.
For Ramaswamy, services are fundamentally “nonphysical”
entities (1996, 13). A service process is a sequence of activities that
provide functions, chronologically organized as a unity. A process may
be further divided into smaller sub-processes and sub-subprocesses, and
13. Although notable differences hold true, other researchers also took process, or “activity,” as the main building block of their service models, often drawing on knowledge from such areas as mechanical engineering, systems engineering and computer science, and progressing toward more consistent notation, mathematical formalization, and computational modelling. See, e.g., Arai and Shimomura (2004); Ma, Tseng, and Yen (2002); Patrício, Fisk, and Falcão e Cunha (2008); Qiu (2009).
INTERFACE MATTERS22
is organized hierarchically, so that a higher level process is completely
assembled from its component sub-processes. Service processes
comprise two sorts of activities: service operations activities, which reflect the steps needed by service providers to transform inputs into
outputs, and customer service activities, representing the interactions between customers and service providers. An ideal service process begins
with input from customers and ends with “visible” output for them
(Ramaswamy 1996, 128).
Figure 1.3 (left side) presents a sample breakdown of a restaurant
service process, beginning with the arrival of guests and ending when they
leave the establishment. Note how the ordering process (second row, left
side) consists of customer service activities, represented by customers’
receipt of the menu and their meals, as well as service operations activities
related to meal preparation in the kitchen.
Ramaswamy claimed that the functions of a new service process
should be approached as problems guiding the design of solutions. In
his systematic framework, solutions for new processes evolve from broad
concepts, associated with larger processes, to detailed components related
to progressively smaller sub-processes. Figure 1.3 (right side) illustrates
three sub-processes of the ordering process: menu reading and ordering,
availability verification, and order validation and correction. According to
Ramaswamy, solutions for the sub-processes may be devised by altering
key design dimensions, or the “characteristics that can be manipulated to influence the performance of the design” (1996, 173). In his example of
a computer-assisted ordering process (middle column, right side), these
dimensions included the screen display format, menu display interval,
verification procedure, and validation method.
Specifying design dimensions in different ways results in various
solution alternatives, as enumerated below each design dimension mentioned above. However, for Ramaswamy the configuration of a new
service process should be finalized only after iterative cycles of evaluation
and refinement of solution alternatives. As a result of the final, most
detailed design step, one optimal process solution is specified in terms
of the engineering requirements (last column to the right) needed to create the process, including items such as “the response requirements
23
proc
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INTERFACE MATTERS24
of hardware, the look of a menu or screen, the contents of a script to
be followed by an employee, or the dimensions and weights of parts”
(Ramaswamy 1996, 251). This information, according to Ramaswamy,
“is used by the implementation team members who are responsible for
constructing the service.” In other words, engineering requirements
guide “the steps that are needed to transform the design—which, so far,
is a set of decisions on paper—into a working service” (Ramaswamy 1996,
258).14
Gallouj and Weinstein’s Characteristics This final subsection covers a service model from the field of economics—
more precisely, the work of Gallouj and Weinstein (1997). Noting how
extant research overly privileged the manufacturing of goods, these
authors sought to develop foundations for the analysis of innovation
activity in the service sector. Their approach begins with the idea
that a service seldom exists autonomously. The authors see in this an
important difference from a good, which upon production typically
assumes a physical independence from its producers and consumers:
“[A service] is intangible and does not have the same exteriority [of a
good]… it is identical in substance with those who produce it and with
those who consume it” (Gallouj and Weinstein 1997, 540). For them,
this condition underlies many of the peculiarities commonly associated
with the production of services, such as the necessary cooperation
between providers and clients, the difficulty in standardizing something
dynamic and multifaceted, and the confusion between product (“what” is delivered) and process (“how” it is delivered). Gallouj and Weinstein’s formal representation of services in terms of characteristic sets is shown in Figure 1.4.
Gallouj and Weinstein’s characteristics model consists of four
interacting sets. Set [Y], on the right, represents the service characteristics. These are characteristics of services as seen from the user’s point
14. Kaner and Karni (2007) also conceptualized services as hierarchical systems ultimately defined by the values given to their lowest-layer components. Their capstone model is a comprehensive, five-tiered service representation consisting of 9 major classes (including process), 75 main classes, 351 minor classes, and potentially thousands of attributes and values.
25
of view—in other words, the utilities provided by services to clients.
Examples include the user-friendliness and the deposit and withdrawal
functionalities of an automated teller machine. Set [X] represents the
technical characteristics that supply service characteristics, which can be divided into tangible technical characteristics (e.g., information technologies, logistic technologies, chemical products in cleaning
services, etc.) and intangible technical characteristics (e.g., financial models, business execution methods, etc.). According to Gallouj and
Weinstein, technical characteristics can also be divided into product and process characteristics by referring to the interface between providers and clients. Thus, product technical characteristics would refer to “front-office” production activities in close proximity to customers, while
process technical characteristics would be the “back-office” activities that do not entail direct customer contact. Although the authors believed in
the validity of this distinction, in the end they assumed that both product
(front-office) and process (back-office) technical characteristics could be
tangible or intangible, and could all be bundled in the same set [X].15
Gallouj and Weinstein further added competence characteristics as a way to separate technical characteristics from human capabilities.
Set [C], according to the authors, represents provider knowledge and
skills embodied in individuals (or clearly delimited teams), which are
not easily dissociable from the people themselves and therefore cannot
15. Gallouj (2002, 53) also briefly included in the same set spatial and geographical organization characteristics (e.g., restaurant décor, proximity of service establishment, etc.)
competencecharacteristics
(C1, C2, C3, ... Cq)
client competencecharacteristics
(C’1, C’2, C’3, ... C’q)
service characteristics
(Y1, Y2, Y3, ... Yq)
technical characteristics
(X1, X2, X3, ... Xq)
Figure 1.4. Gallouj and Weinstein’s characteristics model.
INTERFACE MATTERS26
exist autonomously or become part of organizational knowledge. To
highlight coproduction by clients as a major feature of services, Gallouj
and Weinstein added client competence characteristics (set [C’]), representing knowledge that is embodied in clients.
The complete model provides an integrative rationale for service
production: Service (Y) characteristics are obtained by the direct
application of competence characteristics of providers (C) and/or clients
(C’), in combination with mobilized technical (X) characteristics {[C], [C’],
[X], [Y]}. The model takes account of a particular class of “pure” services,
such as consulting or massage therapy services. In such cases, providers
and clients coproduce service characteristics without the involvement of
any technical means {[C], [C’], [Y]}.16 However, Gallouj (2002, 56) later
observed that the use of even unsophisticated technologies (e.g., a towel
for the massage therapist) could represent an intervention of technical
characteristics.
Based on the characteristics model, Gallouj and Weinstein
operationalized service innovation as “any change affecting one or more
terms of one or more vectors of characteristics (of whatever kind—
technical, service, or competence)” (1997, 547). The authors noted that
innovative changes might “emerge” as a result of “natural learning
mechanisms,” but they might also be “programmed,” or “intentional, the
product of R&D, design, and innovation activity.” Unfortunately, they
did not explain how intentional innovation could be attained specifically
through the manipulation of characteristics sets.17
16. Based on the model, the authors also describe self-service situations, where service characteristics are created through the client’s engagement with technical characteristics alone, without the participation of the provider competence characteristics {[C’], [X], [Y]}. In another publication, Gallouj (2002, 59) further identified “pure” goods situations, where there is no involvement of competences embodied in humans {[X], [Y]}.
17. In recent years, other authors have elaborated on the characteristics approach to service innovation. De Vries (2006) noted how Gallouj and Weinstein’s model falls short when representing innovation in a network of organizations, where clients coproduce a service by using their own technologies. He reformulated both the technical and competence characteristics sets to account for multiple organizations, and added the novel client technical characteristics set. Windrum and García-Goñi (2008), writing in the context of health care, also pointed to the need for representing innovation in a multi-agent environment, including policy-makers as new stakeholders alongside providers and users. They further diminished the importance of technical characteristics, proposing instead that innovation in knowledge-
27INTRODUCTION
The Object of Service DesignHaving introduced representative service models in the extant academic
literature, in this section I articulate a conceptual framework from which
to approach the design object in services. Whereas previously each model
was described separately, now I adopt an interpretive stance that engages
with that same material at once. The conclusion builds up progressively
in the following subsections.
Exchange Relations One of the most fundamental aspects of service production is the
intertwining of stakeholders—most notably, providers and clients—in
exchange relations. As Gallouj and Weinstein noted, services are not
easily set apart from providers and clients as an independent entity;
they seem to exist to a substantial degree within this context of economic
exchange. Edvardsson and Olsson, as well as Ramaswamy, also point out
the necessary involvement of customers in service coproduction. Even
when left implicit, as in the case of Shostack, exchange relations are
presumed in the recurrent references to both marketers and consumers.
Exchange relations establish the context for attributing particular
roles to the stakeholders involved in service coproduction. Typically,
providers devise and market new services; clients purchase and use them.
Furthermore, an investigation of the circumstances of exchange relations
reveals a host of sociotechnical resources that are required for service
coproduction by providers and clients. For Gallouj and Weinstein, service
innovation could be linked to changes in terms of human competences,
plus tangible and intangible technical characteristics. Other authors who
were more prescriptive about service innovation processes developed
ideas about the planning and organization of these resources. Following
Edvardsson and Olsson’s framework, companies developed the right
prerequisites, which were then processed by customers, leading to high-
quality outcomes for them. Similarly, for Ramaswamy, service providers
engineered new production processes, whereas customers provided inputs
and evaluated the outputs of such processes. Finally, Shostack advises
intensive services is better captured as the negotiation over competence and (the newly-added) preference characteristics, which are possessed by all agents.
INTERFACE MATTERS28
marketers to carefully manage all the tangible evidence that can affect
the consumer’s experience of a service. Broadly speaking, then, design
in services is related to the coordination of a varied set of sociotechnical
resources, leading to innovative forms of exchange between providers
and clients.
Interface versus Infrastructure An analytical distinction introduced by many researchers is to separate
service production activities into two domains: the “interface,” which
focuses on the sociotechnical resources immediately associated with
exchanges between providers and clients, and the “infrastructure,” which
accounts for resources less directly related to that exchange. One criterion
for distinguishing these domains suggested in the literature is dislocation
in time and space. This is apparent in Ramaswamy’s restaurant example,
where meals are first ordered from and later served by waiters (the
interface comprises the customer service activities), while between
ordering and serving, the meals are prepared in the kitchen, out of the
sight of the customer (the infrastructure comprises the service operation
activities). A slightly different criterion was proposed by Shostack,
who introduced the concept of the line of visibility. This line separates
what is tangibly evident to the bodily senses of consumers (interface)
from what is hidden from them in the form of intangible elements or
processes (infrastructure). In addition, Gallouj and Weinstein allude to
a possible distinction between “what” results for clients from product
characteristics in the front-office (interface) and “how” this results from
process characteristics in the back-office (infrastructure).
The interface and the infrastructure are inextricable counterparts
of the sociotechnical resources involved in service exchange relations,
and both can be considered a concern for designers. In Edvardsson
and Olsson’s account, the company planned the interactions between
customers, staff, and physical environments happening at the exact
moment of service exchange. But they should also consider other
prerequisites, including those that must be in place months before
service provision begins (e.g., administrative systems for the allocation
of financial resources).
29INTRODUCTION
A characteristic of the interface that merits attention, but that
has not been sufficiently stressed in the literature, is the way in which
the interface actualizes the coproduction of a service, as it conveys the infrastructure and brings to fruition an exchange relation between
providers and clients. Continuing the previous example, for Edvardsson
and Olsson the development of prerequisites extends to infrastructure
resources, but the goal is to influence customers’ perception of services.
And this perception is created at the interface, when customers process
the prerequisites into outcomes for themselves. Also, for Ramaswamy the
design of new service processes includes the infrastructure, yet results in
a working service for providers only after implementation, when inputs
and outputs are actually exchanged with customers in service activities
at the interface. This preeminence of the interface is to some extent
acknowledged by Shostack when she observes that service reality, at least
for consumers, can only be known through the tangible evidence. In sum,
exchange relations between providers and clients require the mobilization
of infrastructure resources but, ultimately, are realized through the
interface. For this reason, the service interface always becomes the end-
point of design deliberations.
Materiality In this subsection, I conclude this literature study by highlighting the
materiality of the service interface. Despite the emphasis on intangibility
encountered throughout the service literature, many researchers have
commented on certain tangible aspects of the service interface as well.
For example, Shostack deems services inherently abstract and founded
on processes. But she observes that they could only be experienced by
consumers through what marketers made tangible to them. Ramaswamy,
too, who places nonphysical processes as building blocks in his framework,
later elaborates on them in terms of concrete engineering elements, such
as screen displays and other hardware of his restaurant service concept.
Gallouj and Weinstein also include tangible technical characteristics in
their characteristics sets. And for Edvardsson and Olsson, the physical/
technical environment constitutes an important element of the service
prerequisites that are processed by customers.
INTERFACE MATTERS30
That the service interface includes material artifacts and systems
can hardly be disputed. At the same time, one of the strongest convictions
of researchers has been that services are something more than—or,
indeed, anything but—a simple physical “thing.” Can it be concluded that
the service interface, in essence or for the most part, is immaterial?
A closer look at the literature shows several types of sociotechnical
resources in services that differ from the material artifacts identified
above. For example, in their prerequisite list Edvardsson and Olsson
include organization and control resources related to organizational
structure, administrative systems, and marketing management. These
resources are similar to Gallouj and Weinstein’s intangible technical
characteristics, which include financial expertise, mathematical in-
struments, economic models, and so forth. Under scrutiny, such
resources seem to be located within the infrastructure domain of the
service provider. Therefore, as stated before, these resources need to
be actualized through the service interface to affect exchange relations
with clients. Hence, Gallouj and Weinstein’s proposal that services may
be delivered by intangible technical characteristics located at the front
office appears to be unsubstantiated. The reason is that, at the moment
clients would encounter intangible technical characteristics (e.g., in the
form of mathematical instruments in consultancy services), they would
experience them through tangible manifestations (e.g., slide projections,
or words and graphs in a printed report). The point, of course, is not to
downplay the importance of intangible technical characteristics, nor to
reduce them entirely to their tangible depictions. Instead, the point is
that, for the production of services to occur, intangible resources must
be actualized through an interface that is material and available to bodily
perception.
A problem area for the idea of a material interface is the consid-
eration of humans as part of sociotechnical resources, especially where
providers and clients meet face to face. As Gallouj and Weinstein observe,
in the production of some services, providers and clients primarily
interact via skills and knowledge that might not be easily dissociated from
them. One usual way of thinking about the organization of interpersonal
encounters in services is to conceptualize human resources as abstract
31INTRODUCTION
and inherent to humans. For Edvardsson and Olsson, for example,
company staff members contribute to service production through their
knowledge, motivation, and commitment, which providers could develop
through proper recruitment and training, among other indirect ways of
influencing behavior at the service interface. Another way of dealing with
person-to-person interaction has been to pinpoint human resources of a
more concrete but extrinsic nature. For example, Shostack observes that
manageable service evidence could be found in the way contact employees
dress, what they say, and their hairstyles. Comparably, Ramaswamy
includes in the engineering requirements of new service processes the
scripts that direct the behaviors of people.
Interpersonal service encounters cannot be removed from human
subjectivity and spontaneity. However, this reality does not preclude
personal interactions in services from being shaped, in the absence of
other material means, by the embodied behaviors of providers and
clients (e.g., gestures, uttered words). What is implied here is neither a
simple “objectification” of human participation in service production, nor
an argument for manipulating such participation in the same way one
would deal with other material artifacts. Instead, the contention is that
service exchange relations between providers and clients are grounded
on the materiality of their interfaces, even in the case of interpersonal
encounters.
For design, the crux of the matter might lie not in acknowledging
the materiality of the service interface, but in understanding its
distinctive nature. From this review of the literature, it appears that every
time empirical cases are used to exemplify what goods and services are,
researchers readily associate goods with a physical thing, yet they fail to
apply an equally concrete standard to services. As a result, services are
deemed intangible (or elusive, dynamic, multifaceted, etc.), not because
they are unavailable to embodied experience, but because what their
interface conveys is predominantly not the standalone artifacts with clear object boundaries that goods are purported to be. Instead, services are primarily related to embodied human interactions, such as in Gallouj and
Weinstein’s massage therapy service; diffuse phenomena appealing to the
senses, such as the tastes, smells, and sounds in Ramaswamy’s restaurant
INTERFACE MATTERS32
service; multiple tangible elements organized over time and space, as in
Shostack’s airlines; and possibly more. The distinctive characteristic that
stands out in these cases is not intangibility, but the material heterogeneity of the interface of services when compared to goods.
This view sits close to Shostack’s concept of tangible evidence.
However, Shostack believed the true nature of services to be founded
on intangible elements. Although evidence was important for her, it
represented only a surrogate “reality” for consumers. Because Shostack
reserved the possibility of a genuine material existence for tangible
elements, which she associated with goods, she described service evidence
with the derogatory term “quasi-products.” Service evidence thus came
to be inauthentic, peripheral clues of an intangible core. The implication
of this view, accentuated later when Shostack adopted processes as the
foundation of services, is that the design of evidence could now represent
just an ancillary activity, one that creates tangible “accessories” for
immaterial services. Going beyond this view, I claim that the service
interface materializes an exchange relation between providers and clients, and that the design of the service interface, perhaps more than
anything else, is the design of the service itself. Shostack wrote three decades ago, and her work continues to inspire
researchers who seek to break free from goods-oriented paradigms by
approaching the interface as a central object of service design. A danger of
unquestionably accepting this influence resides in defining the interface
as a tangible material between providers and clients that is peripheral to
an intangible service core. In stark contrast, the client-provider interface
is crucial to service design because, ultimately, it brings new services into
being.
There is a clear tendency in the academic literature to develop
more elaborate analyses about the design of the service infrastructures
than of the interfaces. The rare discussions on service interface design
seem to arise as tangential, after-the-fact implications of planning the
infrastructure. This neglect of the interface coincides with the embedding
of design discussions primarily in service management and engineering
discourses, but also with the timid participation in service research of
design disciplines traditionally devoted to phenomena in the interface
33INTRODUCTION
domain of services (e.g., product design, interaction design, graphic
design, and others).
Outline of this ThesisThe goal of this thesis is to advance original perspectives on the service
interface that can furnish support for the design disciplines to take up new
grounds in service research and promote a fuller appreciation of design
in the service sectors. On the theoretical side, the thesis’ main backbone
is formed by research in the philosophy of technology, more specifically,
in an area known as postphenomenology. Postphenomenology is an
approach pioneered by Don Ihde that builds on the philosophical tra-
dition of phenomenology and examines the influence of material tech-
nologies on human experiencing of the world.18 An often-given example
in postphenomenological research—although not yet one regarding
service situations—is the use of eyeglasses. Eyeglasses allow people see the world through them, and from this “in-between” position they
are able transform the world as it is perceived. Similarly, instruments
such as telescopes mediate between scientists and the phenomena they
observe. Although it has been used predominantly to understand human
experience with technologies in daily life and the scientific laboratory
(e.g., Ihde 1990; Ihde 1998), in recent years significant efforts have been
made to discuss postphenomenology in design contexts as well (e.g.,
Verbeek 2005; Verbeek 2011).
This is but an elementary introduction; discussions of postphe-
nomenological principles and discoveries will be progressively elaborated
in the chapters to come, in connection with relevant service design
topics. The remainder of this thesis is structured as follows. Chapter
two introduces a theoretical framework stipulating how the service
interface may be approached from a postphenomenological perspective.
In this chapter, I build on two founding contributions for the approach
to service design that I wish to cultivate with this thesis. The first is Elena
Pacenti’s application of the interface concept as a way to define the object
of design in services. The second is Gui Bonsiepe’s phenomenological
18. For a recent introduction to postphenomenology, see Ihde (2009).
INTERFACE MATTERS34
interpretation of the practice of designing user interfaces. The analysis
begins with Pacenti but mostly centers on Bonsiepe’s work. I argue that
Bonsiepe starts from Heidegger’s philosophy of technology in order to
explain how technologies mediate human experiences of the world, using
that to corroborate an unnecessarily narrow approach to the design of
new interfaces. According to his approach, interfaces should always
be designed to become perceptually “transparent” for users. I show
however that Ihde’s standpoint, which may be taken as a critique to the
Heideggerian position, offers a more nuanced account of the ways in
which people experience interfaces in circumstances of use. By applying
a postphenomenological framework to service contexts, I describe four
possible modes of client-interface relations, all of which reject the idea
of the sheer “transparency” of interfaces: embodiment, hermeneutic,
alterity, and background. In the examples provided for each of these
modes, I also take consideration of the conclusion presented in this
introductory chapter that the service interface can be characterized by its
material heterogeneity.
The concluding half of chapter two, then, turns to the implication
of a postphenomenological perspective for the emerging practice of
service design. Following the lead of both Pacenti and Bonsiepe, I argue
that the interface concept points to an area of traditional design expertise
and that this expertise can be projected into the new application domain
of services. In addition to their proposals, I specify another line of
investigation where design needs to reflect upon established practices in
view of the particular materiality of services. Thus, chapter two concludes
with an allusion to two complementary lines of inquiry for this thesis—one
projective, the other reflexive—, which will be taken up by the empirical studies presented in the subsequent chapters.
Chapters three and four present the first empirical studies
carried out for this thesis. These chapters contain in-depth analyses of
an innovative service commercialized by Philips, named DirectLife.
DirectLife is a typical case of a growing number of services now relying
on client-provider interfaces that are predominantly based on digital
technologies. Therefore, the investigation developed in these chapters
can be called projective, insofar as designers of a service like DirectLife
35INTRODUCTION
may already draw on earlier acquired expertise coming from the fields of
interaction design, among others.
Specifically in chapter three, the argument is set as a reaction to
what I see as a growing tendency in service design research to move away
from an approach that focuses on the material interface. I address in
greater detail the argument of Daniela Sangiorgi, which holds that the
interface provides a limited perspective on service design because it fails
to integrate the sociocultural dimension embedding service experience.
Based on the postphenomenological approach introduced in chapter two,
however, I demonstrate the opposite: that the sociocultural dimension of
services can only be experienced by people in interaction with a material
interface. To substantiate this claim, I draw on a descriptive analysis
of the DirectLife service. This analysis is based on my own experiences
as a client, added to a two-month long usability study with six other
participants. This study of DirectLife also presents an opportunity to
delve deeper into postphenomenological notions that were only briefly
introduced in chapter two. In particular, I provide insight into (a) how
the service infrastructure is experienced through the material interface;
(b) how the service interface does not merely “connect” clients with
providers, but co-constitutes these entities as such; (c) how the service
interface transforms clients’ perception of their bodily and social
identities; and (d) how the adoption and use of a new service involve
complex negotiations between clients and interfaces. The conclusion is
that, instead of focusing away from it, design must better acknowledge
how service interfaces transform the social reality of clients in ways that
are worthy of careful manipulation.
Chapter four continues the analysis of the DirectLife service, but
instead of addressing the client perspective, turns to the experience of
designing one of its interfaces. This chapter starts with an overview of
empirical studies into the practices of service designers who work in
the role of consultants. I observe that these studies generally highlight
the important role materiality plays in the design process. Next to
that, I argue that some of the materials that are generated and used in
the process are especially relevant for designers because they serve as
intermediary visualizations of the service interface that is the final object
INTERFACE MATTERS36
of their activities. With the intention of clarifying how these visualizations
are interpreted from a design perspective, I present an extended review
of a line of postphenomenological studies, forefronted by Ihde and
others, that examines scientific technologies of imaging and the role
of materiality in the design process. I argue that postphenomenology
presents useful concepts for understanding how the service interface
is experienced by designers through various types of visual materials.
Empirical support for this claim comes from a study of DirectLife based
on in-depth interviews with several professionals involved in the design
of a new website interface. By describing the major phases of the design
process, running from early conceptualization to later implementation,
I advance several propositions, including (a) that design visualizations
afford multiple coherent interpretations of the service interface; (b) that
the experience of these visual materials is constituted socially, in relation
to the clients for whom the service interface is intended, as well as to
other professionals participating in the design process; and (c) that the
manipulation of materials portraying the service interface influences in
significant ways how these professionals conceive of the design project.
Chapter five presents the last empirical study done for this thesis.
The case under analysis deals with the design of a new service concept
intended to strengthen the relations between the Department of General
Practice of the Maastricht University and professionals involved in
primary care in the southern part of The Netherlands. This project was
organized by the Service Science Factory of that same University and
counted on me integrating the design team. The primary objective of this
chapter is to extend the approach developed in this thesis to situations
where the service interface is primarily not based on digital technologies, but on more immediate forms of human-to-human contact. My analysis
is geared toward explaining that interpersonal service relations also
comprehend a material interface. By addressing an interface matter
(i.e., interpersonal contact) that sits beyond the domain of expertise of
traditional design disciplines, and by reflecting on my own involvement
as a designer, this chapter engages more fully with the reflexive line of
inquiry proposed by this thesis, where design is invited to reconsider
extant practices in view of the particularities of services.
37INTRODUCTION
Chapter five also implicates a change in tactic. To this point, the
principal thesis arguments have been made by problematizing relevant
topics in the service design literature and using postphenomenology
to shed new insights on those issues. Now, the core of the argumenta-
tion turns to a critical examination of postphenomenological theory.
This variation comes with the recognition that postphenomenology,
although it illuminates the practice of service design in cases where
interfaces are embodied in digital technologies, it is more ambivalent
about the possibility of characterizing interpersonal services from that
same interface perspective. After performing a detailed interpretation
of Ihde’s notion of technique, I propose that aspects of the human body may be approached as a particular type of material artifact, but
that acknowledging this requires questioning the privileged position
given to nonhuman forms of materiality that is deeply entrenched in
postphenomenology’s methodology. The chapter closes with a discussion
of alternative proposals found in the service design literature on how to
deal with human-based services and some speculations about what a
postphenomenological perspective to the human interface may bring to
service design.
Finally, chapter six presents a discussion that seeks to consolidate
the main contribution of this thesis in a way that complements the
analysis found in this introductory chapter. While here I worked from
the “outside-in,” situating for industrial design the theme of service
interfaces in relation to a broad overview of service research, toward the
end of the thesis, this theme has matured to the point of proposing, from
the “inside-out,” what a postphenomenological perspective can add to
our present understanding about services and design.
39
Chapter 2Interface Design in Services:A Postphenomenological Approach19
Based on a critical study of the service literature, the previous chapter has
established the primary area of concentration of this thesis in the service
interface. The purpose of the present chapter is to elaborate on the service
interface from a design perspective, thus providing the theoretical basis
for the empirical investigations of subsequent chapters.
Two preceding contributions will be used as a starting point to de-
velop this approach to the design of service interfaces. The first is Elena
Pacenti’s (2004) work, which is commonly acknowledged as pioneering
in the field of service design, but rarely discussed in depth.20 Pacenti
advanced an original perspective to service design drawing on the
discipline of interaction design and on service theories in the areas of
economics and management. She justifies the appropriation of interface
design theories for thinking through services on grounds that the advent
of computer technologies in the last decades has led to significant changes
in the service sectors, especially regarding the direct involvement of users
in the delivery process.
The influence of computer technologies on design theory is visible
again in the work of Gui Bonsiepe (1999), which forms the second stepping
stone for my approach to the service interface. Bonsiepe interprets
design as a practice devoted to the creation of user interfaces, by which
he means the link between people, technologies, and actions. Bonsiepe
is in the company of others in the field of human–computer interaction
who drew substantially from Heidegger’s phenomenological philosophy
when taking the situated actions and embodied experiences of users as
19. Chapter based on Secomandi and Snelders (2013).
20. E.g., Blomkvist, Holmlid, and Segelström (2011, 309); Maffei, Mager, and Sangiorgi (2005, 1,5); Maffei et al. (2005, 59); Meroni and Sangiorgi (2011, 16–17); Pacenti and Sangiorgi (2010, 27–28); Sangiorgi (2009, 416).
INTERFACE MATTERS40
foundational for the design of new interactive technologies.21 Bonsiepe
is perhaps unique among these researchers in extrapolating his ideas to
areas beyond that of digital technologies, using the interface concept to
discuss the object and nature of design expertise in professional practice.
Thus, if on the one hand Pacenti provides a pathway for exploring
interface design as it relates to services specifically, on the other hand,
Bonsiepe invites us to rethink design expertise while adopting a phe-
nomenological perspective on the service interface. In this chapter,
I revise Bonsiepe’s approach by drawing on a criticism to Heidegger
advanced in the context of postphenomenological research. This revision
proposes a nuanced way of thinking about the design of service interfaces
and the special expertise that is required.
Pacenti’s Approach to the Service InterfaceTo the best of my knowledge, the first within the design community
to draw attention to the interface on basis of a systematic study of the
academic discourse on services was Pacenti, in her doctoral studies at
the Politecnico di Milano.22 Similarly to the findings presented in the
first chapter of the present thesis, Pacenti concludes that a defining
characteristic of services lies in the fact that they are produced in
exchanges between providers and clients. She is particularly inspired
by the concept of “service evidence,” coined by Shostack to denote all
tangible cues used by clients to evaluate a process that is organized and
rendered for them by a provider. Pacenti’s original take on Shostack’s
insight is to draw an analogy between the notion of “service evidence”
and that of “user interface” coming from the field of interaction design.
She writes:
The service can in fact be observed as a complex organizational
system or just starting from its interface. From the user’s point
of view, the image and the identity of the service (what it offers
and how it works) are realized in its interface, in what he or she
experiments, sees and feels, and of little importance for the aims
21. E.g., Dourish (2001); Ehn (1988); Fällman (2003); Winograd and Flores (1986).
22. The following analysis is based on two published summaries of her doctoral thesis (Pacenti 2004; Pacenti and Sangiorgi 2010).
41INTERFACE DESIGN IN SERVICES
of the interaction is the organizational structure that is behind
(Pacenti 2004, 158, my translation from Italian).
Pacenti argues that there are special conceptual gains from adopting
an interaction design perspective to the service interface. One is to
acknowledge the temporal dimension of the interface, while the other is to appreciate its nature as an event in potential. In both aspects, she builds on the earlier approaches to interface design set forth by Anceschi
(1992) and Montefusco (1992).
Anceschi had noted that while designers traditionally occupied
themselves with two- and three-dimensional forms, computer technologies
demanded from them the integration of a temporal dimension, where
form unfolds in open-ended dialogue with the behaviors and gestures
of a user. For Anceschi, the interface was therefore the “place of the
interaction” (1992, 40), a definition that Pacenti cites and readily converts
to services:
The service interface, in analogy to the interface of a complex
and interactive artifact, is in fact “the domain, the zone, the
scene where the interaction takes place” (Pacenti 2004, 159,
my translation from Italian).
Montefusco started with the idea that interactive artifacts involve the
actions of users, but placed greater emphasis on the part of the human
actor. According to him, without a human performance that can actualize
the interaction, the interface is plainly an “inert” material. Montefusco,
thus, endorsed the view that designers should “transcend” the physical
materiality of the interface, in order to concentrate on the user behaviors
associated with it (1992, 131). Pacenti imports the idea of a “potential
event” into her characterization of the service interface in the following
manner:
What is common between the behavior of services and that
of interactive artifacts….is, moreover, their nature as “potential
events.” Prior to the moment of fruition by a user, the service,
like the performance of a computer or a communicative artifact,
exists only in its potential form. It is only thanks to the user’s
INTERFACE MATTERS42
action that the service performance actualizes itself (Pacenti
2004, 160, my translation from Italian).
While Pacenti is inspired by these approaches in the field of interaction
design, her conception of the service interface is not limited to the user
interaction with a machine only. Instead, she sees the service interface as
comprising a “mix” of diverse elements, including aspects of the physical
environment, technical instruments, and human providers (Pacenti
2004, 161).
In the next chapter of this thesis, I will return to Pacenti for a
criticism of her conception of the service interface. I should note, however,
that Pacenti partly anticipates the ambition of this thesis in combining
theories from service research and interaction design in order to develop
an original approach to the design of service interfaces. As she proposes:
The interface concept, applied to services, allows to approximate
the behavior of services to the behavior of interactive artifacts,
and to utilize the tools developed in the discipline that deals with
the design of the latter for specifying a new set of conceptual and
operational tools for the design of services (Pacenti 2004, 159,
my translation from Italian).
Bonsiepe’s Approach to Interface DesignBonsiepe is usually remembered in design circles for his life-long
dedication to the topic of design for development.23 However, in the late
1980s, his interests also branched into the topic of human-computer
interaction (Bonsiepe 1999, 9). While working as a designer for a software
development company in the United States, Bonsiepe rediscovered the
work of Heidegger under the influence of Dreyfus (see Fathers 2003,
51).24 His Heideggerian approach to interface design was subsequently
23. E.g., Fathers (2003); Margolin (2007).
24. It is worth noting that Dreyfus was a strong disseminator of phenomenology and the philosophy of technology to computer science audiences. His interpretation of Heidegger has influenced Winograd and Flores, who, according to Leon (2005, 88), were the founders of the company Action Technologies, where Bonsiepe was employed as chief designer. Winograd and Flores also co-authored a seminal critique of the design of computer technologies under the sign of Heidegger (Winograd and Flores 1986). As made
43INTERFACE DESIGN IN SERVICES
forged in a series of articles collected in the book Interface: An Approach to Design.25
Bonsiepe’s conception of the interface in the book cited reveals a
marked influence from Heidegger’s early philosophy of technology. In a famous passage, Heidegger had described someone picking up a hammer
to perform an ordinary activity—to drive a nail into the wall. In ordinary
use, Heidegger observes, the hammer does not draw attention to itself, but
rather to what is reached through it (in this case, primarily the nail in the
wall). It functions as a tool; it is useful; it is “in-order-to” assign the person to another aspect of the world. The hammer “withdraws” in action and
acquires a kind of perceptual transparency for its user. It is, in Heidegger’s
terminology, “ready-to-hand.” However, if the hammer breaks down or
goes missing, the user’s involvement in the activity gets disturbed. When
this disturbance happens, the tool, along with its referential network (i.e.,
the project, the material it is made of, the nails) becomes conspicuous.
Now the hammer draws attention to itself, not as a useful object, but as an
obstruction for the user. It becomes “present-at-hand.”26
Bonsiepe appropriates the phenomenological insights above into
his tripartite “ontological design diagram,” which he describes as follows:
Firstly we have a user or social agent who wants to realize an
action effectively; Secondly we have a task which the user wishes
to perform, e.g. cutting bread, putting on lipstick, listening to
rock music, drinking a beer or performing a root canal operation;
clear by Bonsiepe (1999, 138–140), he admired Winograd and Flores’s book greatly, and this appreciation might have led to the influence of their views on his own approach to interface design. However, Bonsiepe’s take on Heidegger does not exhaust his reflections on the relation between the interface concept and design. The word “interface” appears in Bonsiepe’s texts as early as in a 1973 publication, where he states: “Certainly, it is not to the development of all industrial products that the industrial designer contributes his design capacities, but to those ‘interface’ product types with which the user engages in direct interaction, by manipulating or perceiving them” (my translation from Spanish). For this citation, as well as an analysis of the maturation of Bonsiepe’s thoughts on this issue prior to his publications inpired by Heidegger, see Carlsson (2004, 39–43).
25. Other editions of this book were published in Italian (1995), German (1996), Portuguese (1997), and Korean (2003).
26. This passage is based on the interpretations of Heidegger by two leading postphenom-enological philosophers of technology (Ihde 1979, 103–129; Verbeek 2005, 77–80).
INTERFACE MATTERS44
Thirdly we have a tool or artefact which the active agent needs in
order to perform this task effectively—a bread knife, a lipstick, a
walkman, a beer glass, a high-precision drill rotating at 20,000
rpm. It must now be asked how these three heterogeneous
areas—a body; a purposeful action; and artefact, or information
in an act of communication—are connected. They are linked by
the interface (Bonsiepe 1999, 28–29).
This conception of the interface is much inspired by Heidegger’s analysis
of the tool, as evidenced by the following observations. First, the interface
reveals how users are connected to other aspects in the world. Bonsiepe
illustrates this point through reference to the interaction between a
computer user and the digital information stored on that computer:
The digital data stored (on a hard disk or a CD-ROM) are coded
in the form of 0 and 1 sequences and have to be translated into
the visual domain and communicated to the user. This includes
the way commands like “search” and “find” are fed in, as well as
the design of the menu, positioning on the screen, highlighting
with colour, choice of font. All these components constitute
the interface, without which the data and actions would be
inaccessible (Bonsiepe 1999, 30).
Second, the interface defines a tool only in relation to a context of action.
Consider Bonsiepe’s analysis of the scissors:
An object only meets the criteria for being called scissors if it has
two cutting edges. They are called the effective parts of the tool.
But before the two cutting edges can become the artefact “scissors”
they need a handle in order to link the two active parts to the
human body. Only when the handle is attached is the object a pair
of scissors. The interface creates the tool (Bonsiepe 1999, 30).
Third, Bonsiepe understands the interface as establishing a context
within which objects and data are encountered as available for use; that
is, they are “ready-to-hand”:
The interface reveals the character of objects as tools and the
45INTERFACE DESIGN IN SERVICES
information contained in data. It makes objects into products,
it makes data into comprehensible information and—to use
Heidegger’s terminology—it makes ready-to-hand….as opposed
to present-at-hand…(Bonsiepe 1999, 29)
For Bonsiepe, the interface does not rest exactly in the tool itself, but in
interactions among users, actions, and tools. The main design task is to
organize these relations and thus to enable the realization of actions:
It should be emphasized that the interface is not a material
object, it is the dimension for interaction between the body,
tool and purposeful action….The interface is the central domain
on which the designer focuses attention. The design of the
interface determines the scope for action by the user of products
(Bonsiepe 1999, 29).
While Bonsiepe at first defines the interface broadly, as the “dimension of
interaction,” his concrete examples als